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Kaitlyn Shire Professor Klinkowstein
Selected Business Article: ��What the sleep doctors won’t tell you ���http://www.bbc.com/capital/story/20140902-how-to-pull-an-all-nighter�
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Kaitlyn Shire Professor Klinkowstein
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Kaitlyn Shire Professor Klinkowstein
• Pulling an all nighter is risky �
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Kaitlyn Shire Professor Klinkowstein
• Keep warm, drink coffee, prepare �
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Kaitlyn Shire Professor Klinkowstein
• Nourish yourself, eat protein �
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Kaitlyn Shire Professor Klinkowstein
Setting / Activity for Ethnographic Observation: ��Students preparing for exams �
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Ethnographic Research, 9red students at the gym in the morning.
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Ethnographic Research, 9red students at the gym in the morning.
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Ethnographic Research, 9red students at the gym in the morning.
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Ethnographic Research, 9red students at the gym in the morning.
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Ethnographic Research, 9red students at the gym in the morning.
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Ethnographic Research, 9red students at the gym in the morning.
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Ethnographic Research, 9red students at the gym in the morning.
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Ethnographic Research Observa9ons
• Most people at the gym in the morning are tired even before their workout. �
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Ethnographic Research Observa9ons
• I witnessed people walking into the gym yawning and looking as if they just woke up. �
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Ethnographic Research Observa9ons
• After people at the gym finished running, many grabbed their water bottle to rehydrate before moving on. �
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Ethnographic Research Observa9ons
• Many people chose to sit on the chairs outside of the work out area before walking home. �
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Ethnographic Research Observa9ons
• Almost everyone walking out was sweaty and partially out of breath. �
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Ethnographic Research Findings
• Before and after working out, people appear to be tired. �
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Ethnographic Reading Summary
IDEO TSA Project ��• IDEO had to make airport check
points a calmer environment for passengers to make potential threats stand out. �
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Ethnographic Reading Summary
IDEO TSA Project ��• A training system was designed
for TSO’s to emphasize the study of human behaviors �
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Ethnographic Reading Summary
IDEO TSA Project ��• TSA was designed to help us
never forget 9/11. �
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Ethnographic Reading Summary
Ethnographic Research- Who are the users? ��• Ethnographic research is
essential to the design research process. �
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Ethnographic Reading Summary
Ethnographic Research- Who are the users? ��• IDEO observed and interviewed
passengers at TSA to have a better understanding of the culture. �
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Ethnographic Reading Summary
Ethnographic Research- Who are the users? ��• The findings led IDEO to
change the physical layout of the airport and lobby. �
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Ethnographic Reading Summary
Going Deeper, Seeing Further��• Ethnographic researchers need
to look for less obvious ways to inform our thinking. �
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Ethnographic Reading Summary
Going Deeper, Seeing Further��• By listening to people interact,
watch their behavior, and study their culture we see the world the way they do. �
��
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Ethnographic Reading Summary
Going Deeper, Seeing Further��• Ethnographic research must
keep evolving as we do, because as people change, so do their needs. �
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Tagline Research
• “Coca-Cola refreshes you best.” – Coca-Cola�• “Share moments. Share life”-
Kodak �• “Eat fresh”- Subway�
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New Tagline
• “Sleep well.”�
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Raw Background Images
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Blurred Background Images
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Image and Tagline Study
Sleep Well.
Kaitlyn Shire Professor Klinkowstein FA 014, Tagline Studies